Christmas in September: Retailers bring out holiday merchandise early

Green leaves on trees and flip flops on feet are no deterrent to retailers who are ready to usher in the holiday season.

Stop into Kmart on Mercury Boulevard in Hampton, and you'll find an array of Christmas trees, sparkling with holiday cheer.

Sam's Club shelves boxes of ornaments next to Halloween pumpkins and ghouls. Toys "R" Us announced its hot holiday toy list last week. Two of those items — the PlayStation 4 and Xbox One — have sold out during pre-order season.

Both Walmart and Kmart launched holiday layaway promotions in early September, with Kmart already airing special holiday commercials promoting the program.

Christmas merchandise has been creeping into stores during the early fall season over the past decade despite vocal consumer complaint.

"It is way too early in my opinion," says Cindy Sapienzo, of Hampton. "Let's get through Halloween first, at least."

Robbie Belch, of Gloucester, agrees that the Christmas creep is happening much too early.

"Big Lots has had (Christmas decorations) up for a couple of weeks," he said. "Too much, too soon. Especially the Christmas trees. At Big Lots in Gloucester the Halloween decorations are right next to the trees. It's sad."

But those complaints have not translated into low sales. Instead, retailers who don't offer holiday items before Thanksgiving are left in the cold.

"We decided to push back one year, and we refused to put out our holiday decorations before Thanksgiving. It was the worst decision we have ever made," says Joy Wynings, owner of Sisters Unique in Newport News' City Center. "By the time we got our merchandise out, everyone was done shopping."

And although there are still shoppers who say they wish Christmas could wait until the weather was a bit more frightful, more are admitting that they like to get their shopping done early.

"I try to get most of my shopping done before October," Jamie Upham wrote on the Savvy Shopper Facebook page. "I like to hit the summer sales and you can always get good deals from Kohls and LL Bean in the spring for winter clothes. Toys, I buy when on sale."

Lee Ann Kirkley, owner of Green Gates Gifts in Gloucester says she has put "a sprinkle of Christmas items out" and that all of her Halloween and Thanksgiving decorations are already discounted by 50 percent.

Retail sales increased by 0.1 percent seasonally adjusted in August, a slower pace than anticipated for the back-to-school season, according to the National Retail Federation. Since the holiday season can account for 20 percent to 40 percent of annual sales for most retailers, the motivation is strong to make that season last as long as possible.

In 2012, more than half of shoppers had completed most of their gift purchases by the beginning of November, according to the retail federation. More shoppers than ever participated in Black Friday events, but retailers heavily promoted sales and deals in the weeks leading up to Thanksgiving.

Industry experts, such as the National Retail Federation, have not yet released predictions for holiday spending this year. Some retailers, though, have announced holiday hiring plans.

Kohls, for example, plans to hire 50,000 seasonal employees nationwide, which is about the number the chain hired last season.

Paitsel can be reached at 757-247-4737.

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